How can the heavy equipment industry close the gap between what sales reps learn in the field and what actually makes it into dealership systems?
In this episode of Heavy Hitters, host Jay Lucas sits down with Martin Roth, co-founder of Fillmore, to explore how AI agents are helping solve that “air gap” in equipment sales.
Martin shares his journey from building and scaling B2B software companies to helping grow Level Set into a half-billion-dollar acquisition, then returning to his roots in the construction equipment industry. He explains why sales reps are still underserved by technology and why driving more revenue isn’t necessarily about adding another dashboard. It’s about taking the administrative work off their plates so they can spend more time selling and building relationships in the field.
The conversation also digs into what the “air gap” really looks like. Martin explains how Fillmore combines public data, including permits and UCC filings, with a dealer’s internal data to help identify who is likely to need equipment, rentals, or service.
Jay and Martin also talk about the reality of messy data, why relationships will always matter in this industry, and why dealers should judge new technology by the return it delivers, not the hype surrounding it.
Listen to the full episode to hear Martin’s take on where AI, data, and field sales are taking the heavy equipment industry, and how dealers can turn better intelligence into real revenue.

Key Takeaways

Why the "air gap" between field intel and dealer systems is a major industry problem
How Martin's experience at Level Set shaped his approach to data products
Why sales reps are underserved by current technology and data sources
How combining disparate data sets (UCC, permits, project data) creates a competitive advantage
Why AI should be used to automate administrative work, not replace relationships
The importance of understanding the customer's business to drive technology adoption
Why the relationship business isn't dying—it's evolving with better data
How AI should be evaluated through business cases and ROI, not just because it's available
In This Episode:

[00:00] Welcome to Heavy Hitters
[03:00] Martin's journey from Level Set to heavy equipment
[05:41] Using data to predict equipment demand
[07:52] Why sales reps need better technology
[14:26] Finding missed equipment opportunities
[16:03] Relationships, competition, and market transparency
[22:07] Building Fillmore around data and outcomes
[23:11] What makes dealer data "messy"
[27:37] From data to insights to action
[33:15] Understanding the "air gap"
[35:22] Capturing lost knowledge from sales teams
[38:34] Sales enablement and onboarding
[41:12] The data that doesn't exist
[45:29] Reducing administrative work for sales reps
[48:51] Why UCC data alone misses the market
[52:40] How Fillmore works without another CRM
[57:41] Connecting rental activity to equipment sales
[01:03:49] The future of voice and AI in the field
[01:07:50] Who Fillmore serves
[01:12:09] Three opportunities for dealers and rental companies



Notable Quotes

[07:50] "It's not really about automation. It's about making sure that you as a salesperson are spending time doing what you do best." — Martin Roth

[09:47] "Every dealer and equipment company is looking to grow... And the sales and marketing professionals in this industry, I think, are underserved by the technology that they have, and more importantly, by the data that they use day to day." — Martin Roth

[34:57] "Your reps are already using Claude and ChatGPT all day long." — Martin Roth

[45:16] "We can solve this problem of pulling this together to make the humans who have the relationships more valuable to their customers because they're equipped with more knowledge and more context in their conversations." — Martin Roth

[48:47] "If you're just using a UCC lien list or equipment ownership data to figure out who you should sell to, you're missing a huge part of the market." — Martin Roth

[01:06:04] "It's not about the data entry. It's about what you can do with it once it's in the system." — Jay Lucas

[01:06:21] "It's not about how to make the reps job easier. That's a byproduct of this. This is ultimately about how do we help your customer do their job better." — Jay Lucas


Our Guest

Martin Roth is the co-founder of Fillmore, a company building AI agents to close the gap between field intelligence and dealer systems in the heavy equipment industry. A seasoned go-to-market leader, Martin was the Chief Revenue Officer at Level Set, where he built the sales and marketing organization from the early days through its acquisition by Procore. Prior to Fillmore, he spent over 15 years building and scaling sales teams in B2B software. He is a New Orleans native with deep family ties to the construction equipment business.

Resources and Links
Heavy Hitters Podcast
Link
Jay Lucas
Website
Linkedin

Martin Roth
Fillmore
LinkedIn
Email: martin@fillmore.ai